BACKGROUND: Tobacco companies (TCs) incentivize retailers to advertise their products. In Indonesia, some restrictions on outdoor tobacco advertising exist but enforcement is inconsistent and point-of-sale advertising and displays are largely unregulated. This study explored views of tobacco retailers in contact with TC representatives on advertising restrictions and underage sales.
METHODS: We interviewed 30 independent tobacco retailer managers/owners in Jakarta. Eligible stores had visible tobacco advertisements and a relationship/contract with TC representatives. Transcripts were coded and thematically analyzed.
RESULTS: Retailers reported the current prohibition of banners outside stores had little to no effect on sales. Most supported outdoor ad bans even considering potential loss from bonuses or contracts, citing moral concerns like preventing youth smoking and respecting legal authority. Some disliked excessive advertisements, particularly stickers, for aesthetic reasons. Display cases and limited indoor advertising were valued by some for customer information and organizing stock. A minority preferred fewer restrictions, emphasizing practical benefits like compensation, shade provided by large banners, and promotion of their store, but still expressed willingness to comply with the law. Some viewed ad bans as insufficient protection from the harms of smoking, suggesting broader measures like ending cigarette production as a more effective option.
No retailer disagreed with prohibiting sales to minors, but suggested underage sales are normalized and ignored in practice; some feared losing business to other retailers if they refused sales. A few admitted selling to high school students or customers without ID verification, often due to personal familiarity or the pretext of purchases for older family members. A couple retailers admitted to selling to minors without qualms.
CONCLUSIONS: Retailers were generally interested in following the law and reducing youth smoking. Increased retailer engagement and education, paired with stronger policy enforcement, may be beneficial to reduce tobacco advertising and underage sales in Indonesia.